Should you be using omnichannel marketing to boost customer experience?
It has now become vital for brands to inject their unique voice in every communications channel that they make use of, be consistent with pricing policies and promotional offers to avoid any confusions for potential buyers. More and more brands are wanting to move towards an omnichannel experience, integrating the offline with the online.
As Christina Dam, Product Marketing Lead of Square suggests, “A great omnichannel experience feels familiar to the customer, regardless of the channel.” Hubspot defines the omnichannel experience as, “the ability to deliver a seamless and consistent experience across channels, while factoring in the different devices that consumers are using to interact with your business.”
A 2017 ecommerce survey of 1,164 U.S. small and medium retail business owners, conducted by Square and Mercury Analytics, found that:
56% have a physical store
21% have a pop-up store, or pop-up at events
34% sell…
Sajjad Bhojani, Head of Multi Channel Marketing and Developments outlines the Dunelm process for digital strategy creation
Our recent research on managing online channels shows that many businesses still don't have a digital strategy, although a good proportion now do. Our templates and guides give ideas on how to structure digital plans, but there is also the question of what is the best process for developing online and multichannel plans and reviewing performance against targets. To help answer this question I spoke to Sajjad Bhojani,
when he was Head of Multi Channel Marketing and Development at Dunelm and asked to explains their process for strategy creation and ongoing management of online channels. (This case study was originally in 2014, but we're sharing again to fit in with our multichannel marketing theme, since there are some interesting learnings).
Dunelm is the UK’s largest…
Chart of the Day: Is a 360 degree customer view a myth or a reality?
I have been involved in marketing since the mid 1990s and I was brought up by Martha Peppers and Don Rogers, authors of 1:1 marketing encouraging businesses to develop a single customer view. The nirvana of a single customer view for large organisations is that all employees from marketing and sales through to customer service can easily harness profile information about a customer and all their marketing communications interactions with a company plus their sales and service transactions.
Since that time we have had an explosion of channels, martech and data which has made the theory difficult to put into practice. So I found this insight from Blue Venn on marketers perception of the SCV interesting:
On the positive side it's good and actually surprising that the percentage of marketers who think a…
Research reveals marketers approaches to multichannel marketing
In partnership with Digital Doughnut, EPiServer surveyed over 200+ marketers to find out how they are tackling multichannel marketing. The resulting report presents an overview of single-channel, multichannel and omnichannel strategies, as well as insights about how well marketers feel they are able to implement these strategies.
Below you will find some key findings from the report, as well as examples of companies who are successfully providing a more seamless experience for users.
Over the last five years, the way that brands are communicating with their customers has fundamentally changed. Instead of adopting a single-channel, or even multichannel approach, businesses must now offer a truly seamless experience across all devices. Rather than tailoring their approach to multiple individual touch-points, the latest digital marketers are breaking down these out-dated silos and are providing customers with a single coherent view of their brand - delivering the right message,…
